“Our research partner Ben Bajarin was discussing consumer adoption trends with colleagues at a recent industry event when the topic of how to measure true satisfaction came up,” Bernard Desarnauts reports for Wristly. “This was the inspiration for our first question for the week: would you turn around and head back home after realizing you forgot to put on Apple Watch?”
“Where only 4% of our respondents stated they would not be bothered by it, an aggregate of 72% would likely turn back to retrieve it (the 61% stated ‘It would bother me and I would turn back unless at risk of being late for an important appointment’) and the balance of 24% would be somewhat bothered but not enough for the hassle of the trip back,” Desarnauts reports. “This high number reflects some of our other data points in overall satisfaction with Apple Watch and relatively much lower ‘abandonment’ rate vs activity bands and other wearables.”
“The remainder of our weekly research focused on the topic of bands, Apple Watch and its users behaviors and habits in owning/buying and swapping/changing the ones they own,” Desarnauts reports. “There are three distinct ‘personas”’ when it comes to Apple Watch and bands. Each persona represents approximately one third of the total Apple Watch population and we can define them as follows: The ‘Band-less’ — for those who don’t care much about bands and typically are satisfied with the first and only band they bought. The ‘middle’ — for those who often have somehow wandered into purchasing a second band but do not regularly or frequently change theirs. And the band lovers or shall I say ‘bandistas’ — those who stated that being able to swap and change bands was core to their original buying decision and their forming habits sustain the claim!”
Much more in the full article – recommended – here.
MacDailyNews Take: We’ve turned back (especially in the first weeks before Apple Watch became part of our morning routine) to get our Apple Watches.
As for bands, we’re in the “middle,” but we didn’t “wander” into it, we were “forced” to do so by Apple. If Apple had originally offered a black Sport Band option for the silver Apple Watch Sport, we’d be squarely in the “band-less” category. However, with the plethora of high quality but inexpensive bands no available, for example, the JETech 42mm Milanese Loop ($27), we’ve now, eight months later, finally purchased second bands for our Apple Watches. Have you?